Here’s the money quote about this change, from an unnamed studio executive: “My trailers are 2.5 minutes because that’s what we need to send the right message. This could be a paradigm shift. Thirty seconds is a long time.”

Indeed it is, but it’s doubtful that any studio will have a difficult time getting “the right message” out if theatrical trailers are limited to just two minutes in length. After all, so much movie marketing is now done online, that it’s easy to imagine a world of 150-second “internet-only trailers,” with 120-second variations cut together for movie theaters. And while THR notes that traditional media like television ads and in-theater trailers are the bread-and-butter of film marketing, it’s hard to discount the power of the Internet.